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Breaking the Cynicism Cycle: How Consumers Can Learn Trust Again - Young America - ContactCenterWorld.com Blog

Breaking the Cynicism Cycle: How Consumers Can Learn Trust Again

Kathleen Vohs, Distinguished McKnight University Professor and Land O’Lakes Chair in Marketing, Carlson School of Management

I’ll confess it right away: I’m a cockeyed optimist. It might seem strange that I’ve spent the last two years conducting research on cynicism, but life takes some crazy turns sometimes, and, as a researcher, I think it’s often a good idea to follow up on a hunch and see where it leads.

How I got started
A few years ago, I was recuperating from surgery and took that time to get caught up on my field’s journals. I ran across a study on the psychology of cynicism by a scientist whose background is Russian-German. “Wow, that’s the perfect combination to really understand the cynical mindset,” I thought. I contacted her, learned more and we ended up working together.

Now I’m expanding my own research in this area. It’s a topic that holds a real fascination for me. In my research, I study how people think, feel and behave in order to make sense of marketplace and organizational outcomes. Learning more about the causes and motivations of our growing “cynicism cycle” has provided me with some often-surprising new insights into human behavior.

I’ll be presenting my findings on how cynicism affects trust at the upcoming conference “Ignite 2018—Protecting Trust in Today’s Consumer Journey.” The conference will be held September 20 at the University of Minnesota’s Carlson School of Management. It’s sponsored by YA and The Institute for Research in Marketing (IRM). Each session pairs a research scholar and a business practitioner, all with the goal of connecting academic findings with real-world results.

The disrespect-cynicism cycle
My research has involved looking at tens of thousands of people studied over the previous nine years, as well as several custom lab and field studies. A strong pattern has emerged between the incidence of disrespect and the development of an attitude of cynicism. Basically, when people feel they’re not being heard, valued or respected, they become increasingly cynical. This can create disrespectful behavior on their part, which leads to more cynicism building in someone else, which leads to a “cynicism spiral” that’s – well, that’s pretty much what we’re all living with every day.

Turning it around (yes, it’s possible)
In my presentation, I’ll be digging deeper into this phenomenon, looking at ways we as individuals and as organizations can fight back by adopting a new perspective of welcome and inclusion.

I’ll also be looking at some companies who are doing their part to create a culture that’s built on respect — a building block of trust. One of my favorite examples is Zappos, which describes itself as “a service company that happens to sell shoes.” They’ve built a corporate culture around the power of building authentic, welcoming relationships with their employees and their customers. One way that’s evident on the employee side is the “pay to quit” concept. During onboarding training, new employees are offered a hefty bonus to leave the company. That does two things: it weeds out those who aren’t a good fit. For those who stay, it’s psychologically reinforcing, helping them build an even stronger bond to their decision to be an employee.

And then there’s Zappos’ amazing customer service. When they recorded their longest customer service call ever (10 hours and 43 minutes), the employee who handled the call was commended (not chastised!) by the CEO, who said: “In many other call-center environments, an employee’s job performance depends on how quickly they can get the customer off the phone. At Zappos, we encourage employees to stay on the phone for as long as the customer wants, even if it’s over 10 hours long. We know it sounds crazy, but as long as the customer is happy, then we are happy, too.”

Register for Ignite
Happiness is not the prevailing mindset for most consumers these days, but Zappos shows that it is possible. There are other trailblazers who are finding ways to build trust, even among highly distrustful consumers. If you’d like to learn more about this research and my findings, I’d love to see you at the conference on September 20. Early Bird pricing ends soon, Register Now!

Source: http://yaengage.com/breaking-cynicism-cycle-consumers-can-learn-trust/

Publish Date: August 14, 2018 5:00 AM


2021 Buyers Guide Automation

 
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Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.

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EVA Voice Biometrics
Powered by Auraya's patented ArmorVox engine, EVA is a voice biometric extension that provides secure and seamless identification & verification capabilities for Amazon Connect. EVA provides delightful customer experience by removing the friction of providing PINs, passwords or secret information in order to prove caller identity. EVA comes standard with active and passive modes and a simple yet powerful agent interface. This allows for personalised self-service and a more friendly and efficient experience when interacting with an agent.

Outdated security methods such as PINs, passwords and security questions have become insecure and unreliable. Forgetting passwords and security answers o...
(read more)

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Consilium Software

Consilium UniCloud™
UniCloud™ is an intuitive platform that allows Enterprises to deploy and manage their Unified Communication (UC) and Contact Center (CC) services with ease and entire provisioning can be completed in seconds using this comprehensive tool supporting digital transformation. The latest release 7.0 of UniCloud™ is a multi-tenant platform that transforms the delivery, management, and integration of collaboration and contact center solutions, for both Cloud and On-Premise deployment models.
With its single-pane-of-glass views and quick provisioning tool, UniCloud™ is instrumental in reducing the time to provision an entire multi-cluster Cisco collaboration platform, including contact centers (C...
(read more)

4.) 
eGain Corporation

eGain Solve
Proven, Easy, and Guided Journey to Automate Customer Engagement in a Digital+AI World

5.) 
Emmersion

Automated Language Testing
Emmersion offers automated assessments to quickly and accurately test speaking, writing, and grammar fluency in 9 languages and counting. We help contact centers improve CSAT scores by screening for top talent and retaining top performers.

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OpsTel Services

SPEED & PLUS
The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
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*Easy to Use/Operations Administration Focused
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*Detailed “End to End’ Audit Trail and Perfor...
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View more from Young America

Recent Blog Posts:
Breaking the Cynicism Cycle: How Consumers Can Learn Trust AgainAugust 14, 2018 5:00 AM
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